Customer Data Integration: Reaching a Single Version of the Truth

by Jill Dyché, Evan Levy, Don Peppers (Foreword by), Martha Rogers (Foreword by)

Overview

"Customers are the heart of any business. But we can't succeed if we develop only one talk addressed to the 'average customer.' Instead we must know each customer and build our individual engagements with that knowledge. If Customer Relationship Management (CRM) is going to work, it calls for skills in Customer Data Integration (CDI). This is the best book that I have seen on the subject. Jill Dyché is to be complimented for her thoroughness in interviewing executives and presenting CDI."
-Philip Kotler, S. C. Johnson

Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University

"In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dyché's new book makes that job a lot easier than it has been."
-Jack Trout, author, Differentiate or Die

"Jill and Evan have not only written the definitive work on Customer Data Integration, they've made the business case for it. This book offers sound advice to business people in search of innovative ways to bring data together about customers-their most important asset-while at the same time giving IT some practical tips for implementing CDI and MDM the right way."

-Wayne Eckerson, The Data Warehousing Institute author of Performance Dashboards: Measuring, Monitoring, and Managing Your Business

Whatever business you're in, you're ultimately in the customer business. No matter what your product, customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single, authoritative view of their customers. Written from both business and technicalperspectives, Customer Data Integration shows companies how to deliver an accurate, holistic, and long-term understanding of their customers through CDI.

Product Details

ISBN-13:	9780471916970
Publisher:	Wiley
Publication date:	08/04/2006
Series:	Wiley and SAS Business Series , #7
Pages:	320
Product dimensions:	6.44(w) x 9.15(h) x 1.15(d)

About the Author

Jill Dyché is a partner and cofounder of Baseline Consulting, a professional services firm that helps companies solve problems with data. She is an internationally recognized author, speaker, and business consultant, and a frequent lecturer and writer on the business value of technology. Jill is responsible for delivering key industry and client advisory services. Her two previous books were e-Data and The CRM Handbook, the authoritative guide to customer relationship management.

Evan Levy is a partner and cofounder of Baseline Consulting. In addition to his executive management responsibilities, Evan is actively involved in managing Baseline project teams and guiding client solutions delivery, as well as advising vendors and VC firms on emerging IT trends. He is a faculty member of The Data Warehousing Institute and a contributor to DM Review's "Ask the Experts" feature.

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Table of Contents

Foreword xi

Introduction xvii

Acknowledgment xxv

Chapter 1 Executives Flying Blind 1

Slouching toward Customer Focus 1

Management Mandates Customer Intimacy 4

Data Back in the Limelight 8

What We Don’t Know Can Hurt Us 17

CDI and CRM: A Rapprochement 28

Manager Do’s and Don’ts 30

Chapter 2 Master Data Management and Customer Data Integration Defined 33

Delineating the Boundaries of CDI 34

A CDI Taxonomy 46

Components of CDI 55

Manager Do’s and Don’ts 58

Chapter 3 Challenges of Data Integration 61

Data—Always the Bridesmaid 62

Five Mainstay Challenges of Data Integration 71

Manager Do’s and Don’ts 78

Chapter 4 “Our Data Sucks!”: The (Not So Little) Secret about Bad Data 81

Data Quality: The Movie 82

Bad Data’s High Cost 83

Data Quality: Job Number Two 86

Data Quality and Master Data Management 89

Manager Do’s and Don’ts 112

Chapter 5 Customer Data Integration Is Different: A CDI Development Framework 115

Not Your Father’s Development Methodology 116

Top-Down versus Bottom-Up 117

A CDI Implementation Framework 130

Change Management for CDI 140

Manager Do’s and Don’ts 142

Chapter 6 Who Owns the Data Anyway?: Data Governance, Data Management, and Data Stewardship 145

Sturm und Drang of Data Ownership 146

The Truth about Managing Data as an Asset 148

A Case for Data Governance 150

Organizing around Data 156

Challenges of Adoption and Consensus 177

Coming Full Circle: Data Management and CDI 179

Manager Do’s and Don’ts 180

Chapter 7 Making Customer Data Integration Work 183

Responsibilities of a CDI Architecture 183

Data Integration the Old-Fashioned Way 184

Data Integration via CDI 187

How It Works: Core Functionality of the CDI Hub 189

Eight Core Functions of Hub Processing 194

Synchronizing the Hub and Source System 200

Integrating Multiple Systems with the CDI Hub 201

Source System Data: Persistent Storage versus Registry Access 206

The CDI Hub in the IT Architecture 211

Manager Do’s and Don’ts 217

Chapter 8 Making the Case for Customer Data Integration 219

Benefits of CDI Investment 220

Building the Business Case 233

Keeping the Saboteurs at Bay 242

Internal Public Relations for CDI 247

Manager Do’s and Don’ts 250

Chapter 9 Bootstrapping Your Customer Data Integration Initiative 253

Getting CDI Right 254

Building the CDI Team 263

Fierce Conversations: Talking to CDI Vendors 267

Manager Do’s and Don’ts 269

Glossary 271

Index 285